Building your Social Ecosystem: Amol Waishampayan

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I hosted a workshop at the Walnut Street Apple Store where we talked about building the social ecosystem. With a seemingly limitless set of tools, application, methodologies, we made sense of it all …

I hosted a workshop at the Walnut Street Apple Store where we talked about building the social ecosystem. With a seemingly limitless set of tools, application, methodologies, we made sense of it all and organized it in a way that made sense to everyone.

The crux of the analogy? Imagine if your social media ecosystem was a city? How would you build and manage it?

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  • Tusar if you are using Twitter, we have this hashtag and a live stream will be on the screens to your right and left
  • Tusar Yorn is a real time feedback engine. You will be using iPads to ask questions and provide feed back. Feel free to ask questions in person, but if for some reason you don’t want to you can also use Yorn. You can also provide comments. Please provide comments at the end as well on how you felt about this seminar
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  • Tusar Social Ecosystem is how your organization or brand is portrayed and use in the social media space. You can be ay where so the real question is are you Lancaster or Center City?
  • Tusar Let’s start by discussing the component of a social ecosystem. This is essentially our agenda for this evening as well we will be going through each one of these.
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  • zain 1. The influencer's power to influence depends on two factors: a. Credibility : The influencer's expertise in a specific domain of knowledge. Please note : There is no such thing as a universal influencer, because no one can possibly be influential in all domains. The best that anyone can hope for is an influencer in a specific domain of knowledge b. Bandwidth : The influencer's ability to transmit his expert knowledge through a social media channel. Please note : Active influencers in one channel may not even be present on another channel. So influencers are not only specific to a domain of knowledge, they are specific to social media channels 2. The target's likelihood to be influenced by a specific influencer depends on four factors: a. Relevance (the right information): How closely the target's information needs coincide with the influencer's expertise. If the information provided by the influencer is not relevant, then it is just spam to the target and will be ignored. b. Timing (the right time): The ability of the influencer to deliver his expert knowledge to the target at the time when the target needed it. There is only a small time window along the decision trajectory when the target can be influenced. Outside this golden window, even relevant content will be treated as spam because there is no temporal relevance. c. Alignment (the right place): The amount of channel overlap between the target and the influencer. If the target is on a different social media channel, then the influencer's information either take too long or never reach the target. d. Confidence (the right person): How much the target trusts the influencer with respect to his information needs. Even if the influencer is credible, the target must have confidence in him. Without trust, any information from the influencer will be downgraded by the target.
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  • Zain Social Mention is a social media search and analysis platform that aggregates user generated content from across the universe into a single stream of information.It allows you to easily track and measure what people are saying about you, your company, a new product, or any topic across the web's social media landscape in real-time. Social Mention monitors 100+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.Social Mention currently provides a point-in-time social media search and analysis service, daily social media alerts, and API. Social Mention is a social media search and analysis platform that aggregates user generated content from across the universe into a single stream of information.It allows you to easily track and measure what people are saying about you, your company, a new product, or any topic across the web's social media landscape in real-time. Social Mention monitors 100+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.Social Mention currently provides a point-in-time social media search and analysis service, daily social media alerts, and API.
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  • Tusar -Activate individual campaigns vs integration
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Transcript

  • 1. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Digital Experience Agency Maiden Media Group PAGE: Presented by:: Maiden Media Group Date: Philadelphia, 15 September 2011 1
  • 2. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group PRESENTERS: Amol Waishampayan @amolbigw Creative Director at Maiden Media Digital Experience Agency PAGE: Who you’re talking to 2
  • 3. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group What We Do •Digital Experience Agency •Focus on Web Design and Social Media Strategy & Execution •Developing and Maintaining Digital Brand Presences •Based in Old City, Philadelphia Digital Experience Agency PAGE: About Maiden Media Group 3
  • 4. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group HASHTAG FOR TONIGHT: #socialecosystem PAGE: Maiden Media Group Digital Experience Agency 4
  • 5. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group The Real Time Opinion-Getter • Live feedback engine • Works on all iOS devices • Great for events, retail, education, and hospitality PAGE: Digital Experience Agency YORN 5
  • 6. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group PAGE: Maiden Media Group Digital Experience Agency How to use your iPads for today 6
  • 7. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group PAGE: Maiden Media Group You have: •A presence on some social networking sites (facebook, twitter, etc.) •Some framework of a strategy, or a high-level purpose behind what you’re doing •A general interest in social media You want: •To build your social ecosystem Digital Experience Agency Why are you here? 7
  • 8. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group Where do you start? “The reason why all businesses need to have a social media strategy is because it prevents any misunderstandings and emphasizes why social media is relevant to your business’ overall goals.” -SOCIAL MEDIA EXAMINER Digital Experience Agency Strategy PAGE: 8
  • 9. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group PAGE: Digital Experience Agency What should you ask yourself? ➡ WHY? Why are you interested in Social Media? ➡ What objectives are you trying to meet? ➡ How will you know when you get there? ➡ What is the value of accomplishing your goals? 9
  • 10. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group PAGE: Maiden Media Group Use Yorn to answer • Customer Service • Building Thought Leadership • Lead Generation • Brand Awareness • Issue Awareness • Driving Sales • I’m Not Really Sure Digital Experience Agency What is the primary objective of your Social Strategy? 10
  • 11. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group A good social foundation Significant Following: •Over 1 millions Likes •Almost 645,000 Followers Site Integration: •Links between social and main site Encouraging Conversation: •Pushing retweets Recognized: •Article in Philly Biz Journal Digital Experience Agency Philadelphia Phillies PAGE: 11
  • 12. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group PAGE: Maiden Media Group Are you Lancaster? or CenterCity? Digital Experience Agency What exactly is a social ecosystem? 12
  • 13. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group PAGE: Maiden Media Group •Social Media Networks (Consumers) vs. Neighborhoods (Residents) •SMsynergy vs. Public Transit (Connecting) •Content vs. Attractions/Entertainment (Making It Interesting) •Brand Evangelists/Influencers vs. Politics (Using Popularity) •Integration vs. Tourism (Drawing People In) •Applications vs. Running the City (Understanding Residents) Digital Experience Agency Components of a Social Ecosystem 13
  • 14. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group Where does everyone live? Digital Experience Agency Networks (Neighborhoods)
  • 15. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group PAGE: Maiden Media Group What you can find in this template: Digital Experience Agency INFOGRAPHIC of Social Networks 15
  • 16. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group PAGE: Maiden Media Group Digital Experience Agency Know your Audience Know your Audience Know your Audience Know your Audience 16
  • 17. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group Define your Audience Digital Experience Agency Who are you trying to reach? PAGE: What are they interested in?Who are they? Where do they engage? 17
  • 18. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group What you can find in this template: Digital Experience Agency Slide or page title goes here PAGE: AWARENESS EVALUATION ENGAGEMENT CONVERSATION LOYALTY Communication Goal Potential Tactics Make people aware of brand, product or issue Educate people and begin to demonstrate the relevance Get people involved by spending time and interacting Motivate people to openly support you, contribute something, share WOM Convert people to promoters & loyal customers Viral videos, games, display advertising, head-of-tail blog outreach, SEO plus Brand websites, syndicated content, new media desk & room, social media outreach Brand websites, contests, blogs, games, social network participation Blog summits, blogs, vlogs, social network groups, blogger relations, share-able programs Fan activation centers, co-creation programs, communities SOURCE: OGILVY Social Path to Purchase 18
  • 19. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group PAGE: Maiden Media Group How are all your networks, consumers, and social citizens connected? Digital Experience Agency Social Synergy (Public Transit) 19
  • 20. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group Connecting the social platforms, why is this important? Diverse Audience - Everyone in your audience engages differently One Voice - Connectivity between the platforms is key Play your Strengths - Each platform has its own strengths and weaknesses Digital Experience Agency Social Synergy PAGE: 20
  • 21. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group PAGE: Maiden Media Group How to make it fun and engaging? Digital Experience Agency Content (Attractions and Entertainment) 21
  • 22. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group PAGE: Digital Experience Agency Types of Content What you can CONTROL What you can INFLUENCE Where you can PARTICIPATE Website Private Communities Blogs Targeted Applications User-Generated Content Licensed Tools Social Networks Peer-to-Peer 22
  • 23. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group PAGE: Maiden Media Group How do you rally the community? Digital Experience Agency Contests 23
  • 24. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group Exposure vs. EngagementEveryone wins (Giveaways) - really drives a spike in your subscribers/presence, drives exposure Many enter, few win (Golden Tickets) - better have a good prize, drives engagement Free content, once you connect, membership ONLY (Exclusive Parties) - Drives massive engagement PAGE: Digital Experience Agency Contest Types 24
  • 25. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group PAGE: Maiden Media Group How to spread the word? Digital Experience Agency Social Gifting 25
  • 26. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group Find partners with strategy to align with your goals and vendors to back up execution Digital Experience Agency Using Gifting Technology
  • 27. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group Find partners with strategy to align with your goals, and vendors to back up execution Digital Experience Agency Using Gifting Technology
  • 28. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group Find partners with strategy to align with your goals, and vendors to back up execution Digital Experience Agency Using Gifting Technology
  • 29. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group PAGE: Maiden Media Group How to use popularity to influence the masses? Digital Experience Agency Brand Evangelists (Politicians) 29
  • 30. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group Is that even possible? Focus on Influencing • Credibility • Bandwidth • Relevance • Timing • Confidence Digital Experience Agency How to ‘Own’ your ‘Earned’ media: PAGE: 30
  • 31. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group PAGE: Maiden Media Group City/Town Pride - Who are your outstanding denizens? Digital Experience Agency Gamification Concepts 31
  • 32. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group PAGE: Digital Experience Agency HOW TO GO BEYOND TRADITIONAL SOCIAL TRADITIONAL SOCIAL 32 GOING BEYOND Customized Design Posting Relevant Content Listening/Monitoring Responding/Engaging Contests/Giveaways Cross-Platform Sharing SM BOOTCAMP Customized Design Posting Relevant Content Listening/Monitoring Responding/Engaging Contests/Giveaways Cross-Platform Sharing 80/20 WOM Social Incentive Gaming Mechanics
  • 33. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group PAGE: Digital Experience Agency WHY YOU NEED TO DO MORE THAN CONTESTS 33 Contest = SHORT TERM Life Financial Incentive = SHORT TERM Reward Common Theme = SHORT TERM Social Incentive = Keeps Rewarding Gaming Mechanics = Never Ends SOCIAL GAMING EXPERIENCEThe 4th & 5th biggest reasons people unlike a Brand on Facebook is because they only wanted to get a one time offer and their posts were too promotional -Marketingcharts.com TOP REASONS TO UNLIKE A BRAND ON FACE-BOOK 1.Too frequent posting 2.Wall too crowded 3. Repetitive Content 4. Just wanted one-time offer 5. Posts too promotional
  • 34. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group PAGE: Digital Experience Agency THE RIGHT QUESTIONS TO ASK 34 1. How can you truly make your brand organically social? 2. Is there a way to catalyze consumer loyalty, rather than buying it off? 3. Is there a way to look at your social consumers as gamers? 4. How do you leverage your 20% Evangelists? 5. In a perfect world... -consumers brag to their friends about how much they love your brand for no monetary incentive- This we call "perfect word of mouth"
  • 35. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group PAGE: Digital Experience Agency Is your brand ready for social incentive/gaming? 35 1. You have a great product that delivers value 2. People are comfortable bragging about using your product 3. You are ready to test your brand promise
  • 36. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group PAGE: Digital Experience Agency Not case studies but Applied concepts Foursquare Often no monetary incentive. Mayorship - king of a location Badges - earned by checking into various venues and other patterns of interaction. Once a badge is earned by a player, it will remain on that user's profile indefinitely. Superuser levels - special functionality Simply put, it’s about BRAGGING RIGHTS. 36 •6 million users as of January 24th, 2011 •3400% growth in last operating year • 382 million check ins total Social Network with Gaming Concepts
  • 37. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group PAGE: Digital Experience Agency Not case studies but Applied concepts 37 Call of Duty XBOX LIVE GAME No Monetary Incentives Unlocking Achievements (5 games a day) (20 wins in a row) Military Rank Upgrade your Guns/Gear Biggest Brand Evangelists are the most menacing looking profile •Players have played more than 600 million hours. •Play Average of 87 minutes per day on the game. •Trumps the average viewership for the 2010 Major League Baseball World Series. GAMING WITH SOCIAL RECOGNITION CONCEPTS
  • 38. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group PAGE: Digital Experience Agency Not Case Studies but Applied concepts 38 Amazon TOP REVIEWERS No Monetary Incentives Reviewer Rank = Competition + Social Recognition No Creative Naming Don't use Social Media Outlets to expand and viralize social status Amazon isn't in the business of Product Reviews (but this segment does reflect their 20% evangelists) Roughly 10,000 customer reviewers An Unfinished Social Incentive Strategy
  • 39. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group PAGE: Digital Experience Agency Social Incentive & Gaming OUR APPROACH HOW TO USE YOUR EVANGELISTS 80% of your W-O-M Equity comes from 20% of your consumers(evangelists) The Secret Social Incentive Methodology 90% SOCIAL RECOGNITION 10% MONETARY Tiered Social Status Gained through brand interactions and achievements so consumers will CRAVE social recognition and compete with their peers Sweetens the Incentive Pot •Get consumers through the door •Reward your top evangelists LEVEL 1 - X# OF INTERACTIONS LEVEL 2 - X# OF INTERACTIONS LEVEL 3 - X# OF INTERACTIONS LEVEL 4 - X# OF INTERACTIONS LEVEL 5 - X# OF INTERACTIONS Leverage Social Networks to Catalyze your Consumers Bragging
  • 40. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group PAGE: Digital Experience Agency Why does SOCIAL INCENTIVE work? TODAY’S CONSUMERS Socially Conscious Mainly Influenced by their social (digital) circles Love Feeling Empowered (special) Low Brand Loyalty Enjoy Friendly Competition Proud of Social Status Love to Brag (who doesn't!?) Distrusting of and Unaffected by Traditional Advertising 40 53% (including a majority of GenY itself) believe GenerationY is the most self-indulgent -Harris Interactive 75% of consumers look to peer reviews as their primary source of information for buying decisions -Brand Channel
  • 41. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group PAGE: Maiden Media Group How to get people in? Digital Experience Agency Integrating your Online + Offline (Tourism) 41
  • 42. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group PAGE: Maiden Media Group So Simple, and So Powerful •Include links to your social networks •QR Codes •Convert 1000s of physical customers to digital •Great for traditional business navigating the digital world Digital Experience Agency Receipts & Decals 42
  • 43. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group PAGE: Maiden Media Group Actually, this is already happening CALL TO ACTION •How is your consumer getting to your digital platform? •Driving consumers to your social sites •Think about Super Bowl ads Digital Experience Agency Billboards of the Future 43
  • 44. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group How do you see what everyone’s saying? Digital Experience Agency Applications (Running the City) PAGE: 44
  • 45. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group What is everyone saying? Social Mention •Price: $$ •Pros: •Less costly than competition •Alerts •Cons: •Limited by mentions Digital Experience Agency Listening Applications PAGE: 45
  • 46. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group What is everyone saying? Brandwatch •Price: $$$ •Pros: •Alerts •Reporting •Cons: •Limited by mentions Digital Experience Agency Listening Applications PAGE: 46
  • 47. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group What is everyone saying? PeopleBrowsr •Price: $$ •Pros: •1000 days of past information •Deep search filters •Cons: •Weak publishing platform Digital Experience Agency Listening Applications PAGE: 47
  • 48. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group How do I know whats working? Klout •Price: $ •Pros: •Provides standard measurement for influence •Cons: •Not a perfect algorithm Digital Experience Agency Analytics Applications PAGE: 48
  • 49. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group How do I know whats working? Bit.ly •Price: $ •Pros: •Great analytics on links •Custom link shortening •Cons: •Many competitors Digital Experience Agency Analytics Applications PAGE: 49
  • 50. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group Wowza, this is my one-stop-shop Sprout Social •Price: $ •Pros: •Low cost to start •All in one solution •Cons: •Lack of publishing workflow •Account limits Digital Experience Agency Management/All-In-Ones PAGE: 50
  • 51. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group How do I keep track of everything? Cotweet •Price: $$ •Pros: •Free version for small teams •Great workflow •Cons: •Limited to Twitter only Digital Experience Agency Management/All-In-Ones PAGE: 51
  • 52. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group How do I keep track of everything? ArgyleSocial •Price: $$$ •Pros: •Comprehensive management tool •Cons: •Limited number of accounts •Huge price jump from standard to enterprise Digital Experience Agency PAGE: 52 Management/All-In-Ones
  • 53. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group Wowza, this is my one-stop-shop Vitrue •Price: $$$$$ •Pros: •Complete and comprehensive social media management in all aspects •Cons: •Big cost both internally and externally Digital Experience Agency PAGE: 53 Management/All-In-Ones
  • 54. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group In case you haven’t had enough.. Digital Experience Agency Misc./Cool PAGE: 54
  • 55. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group In case you haven’t had enough.. Digital Experience Agency Misc./Cool PAGE: 55
  • 56. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group Conceptual evolution over the past 5 years PAGE: Digital Experience Agency Platform Thinking vs. Activation Thinking 56 Multiple touch-points leading to digital Integrated Digital Thinking
  • 57. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group Maiden Media Group So much more you can do...but take baby steps PAGE: Digital Experience Agency Spoilers for Next Time 57 How to use your biggest arsenal to push your social presence What’s in it for non-evangelists? CPG: Coupons online, working with UPC Codes Klout Perks
  • 58. Building Your Social Ecosystem | Copyright 2011 Maiden Media Group PAGE: Date: Philadelphia, 8 August 2011 Presented by:: Maiden Media Group Digital Experience Agency Maiden Media Group That’s all for today Thanks! 58